Social Customer Relationship Management Capabilities in Sports Facilities

Document Type : Original Article

Authors

1 Assistant Professor of Sport Management, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.

2 Ph.D. Student, Department of Physical Education and Sport, Institute of Health Science, Sivas Cumhuriyet University, Sivas, Türkiye.

3 Ph.D. Student, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tabriz, Tabriz, Iran.

Abstract

Nowadays, the prominent role of the customer in the global arena reveals the urgent need for proper management of customer relationships. This has led to a new shape of CRM known as Social CRM. This study analyzes data from 384 customers of sports facilities in the East Azerbaijan province of Iran using the structural equation model (SEM) approach. The findings revealed that the SEM used is a strong theoretical model for social CRM capabilities, customer-oriented management system (COMS), and social media technology use (SMTU). Moreover, the social CRM capabilities have a significant impact on customer relationship performance. From an academic perspective, this study helps to understand the experiences of customers of sports facilities during their interaction on social media and focuses on long-term customer relationships. From a sports management perspective, sports facilities should use the insights created through social CRM capabilities to guide effective sports marketing strategies toward customer relationship performance.

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Main Subjects

References

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Journal of New Studies in Sport Management
Volume 4, Issue 4
November 2023
Pages 922-936

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